How to craft your brand positioning statement

What is a positioning statement?

A brand positioning statement outlines what your company does, who your audience is, and what makes you different. Taking time to develop a resonant positioning statement will create a unique niche for your brand in the minds of your audience, and give you stand-out in your sector.

Positioning statement vs mission statement

Despite both being cornerstones of your brand strategy, there are fundamental differences between a positioning statement and mission statement. A positioning statement defines how your brand is perceived in relation to competitors, outlining your unique value and target audience. Your mission statement encapsulates the deeper impact and societal contributions your organisation aims to affect — it defines your ‘reason to be’; serving as a guiding beacon for any big internal decisions.

Both should complement each other, harmoniously guiding your brand’s identity.

Why is brand positioning important?

At the heart of a strong brand positioning statement is the answer to a fundamental question: “why should customers choose your brand?” The question might seem obvious, but the answer is often surprisingly difficult to articulate.

If you’ve not established this, how will you ensure your brand is coherent and consistent… and how will your potential audience be convinced to buy into your brand rather than a competitor?

A compelling brand positioning statement goes beyond influencing customer perceptions; it serves as the cornerstone of your brand and your overall communication strategies. It’s not just about your external audience — your brand positioning should also ensure internal teams understand and engage with your brand, so they’re clear on what the brand offers, and their role in delivering that.

Tips for writing a compelling brand positioning statement

It all starts with pinpointing your brand’s differentiating qualities. This means analysing and understanding your competitors, identifying gaps in the market, and emphasising the value your brand offers through distinctive benefits.

Keep it concise and clear— aim for clarity, drop the jargon and write it in everyday language. Here’s a simple framework:

To (our target audience), (our brand name) is the (sector frame of reference) that (unique and defendable point of difference).

Following this template, IKEA’s might read something like this:

For a financially-savvy, aspirational urban audience, IKEA offers the single destination for all their well-designed homewares and furniture; combining function, fun and durability.

Once you’ve written your brand proposition it should naturally inform the content you create, the channels you use, and the tone you adopt in your marketing campaigns. In turn, this helps to build brand awareness and foster brand loyalty.

In a world inundated with choices, a brand positioning statement helps define who you are, what you stand for and what you offer.